When someone says, “How can I help?” they are expressing a sincere interest in engaging with your nonprofit. It is surprising how few nonprofits have a clear and compelling answer for that question.
When asked, most nonprofits will tell you about their need for money. The first thing that the questioner hears is that the mission is subordinate to money. The second message is that the nonprofit is desperate. Donors, volunteers, and other potential supporters will look for other nonprofits to support if your nonprofit is perceived as being desperate. The third message is that the questioner’s wallet is more important than the questioner. Of course, those are never the impressions a nonprofit should convey.
If all they wanted to do was to write a check, they would have written a check.
It is a hard question to answer, especially if you are talking to someone who is no more than a casual acquaintance. However, remember that the questioner is more interested in engaging with your nonprofit, mission, or clients than receiving a specific answer today. They are asking the question because they lack the information necessary to tell you what they would like to do. They understand that you lack similar information about their interests, ability (skill and will), and capacity (time and resources) to give.
The subtext of their question is “Cultivate me.” They are looking for a way to satisfy their need to give. They want you to be their giving coach.
The best answer is, “We would love to have your help. Tell me a little about your interests and if now isn’t a good time to talk, let’s find a time.”
You are pushing against an open door. They have already made the decision to give to your nonprofit in some way. As a result, it is unnecessary to tell them why your nonprofit deserves their support or the importance of your nonprofit to your clients and community. In other words, if you try to present your nonprofit to them, you are likely to drive them away or dampen their enthusiasm and waste their time.
It is better to ask them what they know about your nonprofit. That will tell you why they choose your nonprofit and explore which areas are of the greatest interest to them. Once you know about their interests, you can discuss other areas of your nonprofit with them if those areas are likely to be of more interest than the areas they already mentioned.
Cultivation provides you with the context to answer donors’ questions.
Next Step:
Treat all donor questions as an invitation to cultivate the donor
Answer donor questions only after you have sufficient information to provide a compelling answer
Keep the mission, clients, and donor interests at the center of every conversation
Never be in a rush to answer donor questions. They never need an immediate answer. They want an answer that is tailor-made for them. They want a compelling answer that inspires them to take action. They want engagement and a relationship with your nonprofit more than anything else. The only way you can adequately satisfy their wants and needs is through cultivation.
Donors want to be loyal, generous, engaged, and a source of sustainability for your nonprofit. The only way their wants can be satisfied is if you know them and can offer them tailor-made opportunities to engage. If you satisfy their wants they will satisfy your needs for years. They will be the foundation of your nonprofit’s sustainability.
Take It Further:
Remember the answers donors receive are more important than the questions they ask
